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Africa’s Best Brands 2017/18 » Afro Hustler

  • African manufacturers fall by 18%
  • Non-African manufacturers dominate Africa at 86% of prime 100 manufacturers in Africa
  • Nike retains most admired brand in Africa
  • South Africa and Nigeria brands lead with

Highlights – Most Admired Brands in Africa:

  • Nike retains the #1 spot as probably the most admired brand in Africa.
  • African manufacturers fall by 18% to an all-time low of 14% share of the Prime 100 most admired manufacturers in Africa relative to non-African brands
  • Europe leads the desk with 40/100 (-1), North America with all-USA manufacturers 28/100 (+ four) and Asia with 18/100 (-1)
  • Prime 3 spontaneously recalled African manufacturers are South Africa’s MTN (#eight), Ethiopia’s Anbessa Shoe (#12) and Nigeria’s Dangote (#25)
  • Dangote retains rank as #1 most admired African model recalled when shoppers are prompted for African brands.
  • MTN is the very best listed brand on the JSE among the many Prime 100 most admired brands in Africa.
  • MTN (South Africa), Dangote (Nigeria) and Safaricom (Kenya) are the very best manufacturers listed on the main sub-Saharan bourses, the JSE, Nigeria Stock Trade and Nairobi Securities Trade.
  • FILA (+50), Auchan (+40),) and LC Waikiki (+31) made probably the most positive aspects.
  • Peak Milk(-65) , Victoria’s Secret (-36) and Indomie (-33) lost probably the most ground.
  • USA’s Vans (#35) made most spectacular entry into the Prime 100.
  • Know-how manufacturers (18%), shopper (non-cyclical) (16%), Auto Manufactures (11%), vehicle (8%), Luxurious (10%) and Attire (eight%) classes are the top categories.

Highlights – Most Admired African Brands:

  • Dangote retains rank as #1 most admired African brand recalled when shoppers are prompted for African brands.
  • MTN retains the #1 spot because the Most Admired African brand spontaneously recalled across Africa.
  • Southern Africa (7) leads with South African manufacturers (5) leads the tables, West Africa (four) leads with Nigerian manufacturers (4) and East Africa (three) leads with Kenya (1) among manufacturers recalled spontaneously.
  • South Africa (5) and Nigeria (four) lead the 7 African nations together with Ethiopia, Kenya, Uganda, Zambia and Zimbabwe, each with one brand within the Prime 100 amongst brands recalled spontaneously.
  • Southern Africa (10) leads with South Africa (6), East Africa (eight) leads with Kenya (4) and West Africa (7) leads with Nigeria (4) among brands recalled when prompted for many admired African brands.

JOHANNESBURG, South Africa, Might 24, 2019,-/African Media Company (AMA)/-At the moment on the JSE, at an occasion with business leaders from across Africa, hosted by the JSE in partnership with Geopoll, Kantar and Brand Leadership, Brand Africa introduced the Prime 100 brands in Africa of their 7th annual Model Africa 100: Africa’s Best Brands. Nike, MTN, Dangote, Ecobank and BBC have been recognised as probably the most admired manufacturers on the continent.

Since 2011, the Model Africa 100 has been surveying and ranking probably the most admired manufacturers spontaneously recalled by African shoppers. In a relatively secure Prime 100 record, the US sports activities and health mega brand, Nike, retains the general #1 brand in Africa spontaneously recalled by shoppers. South African telecoms model MTN is the #1 African model spontaneously recalled model, while surging Ethiopian brand Anbessa Footwear, at #2, swopped positions with Nigerian conglomerate, Dangote, which is the #three most admired brand of African of origin. Nevertheless, when shoppers are prompted to recall probably the most admired African model, Dangote retains the #1 position.

Thebe Ikalafeng and Maki Mopai, Dangote, Most Admired Africa Model

General, African brands faltered to an all-time low 14% share of the Prime 100 most admired manufacturers in Africa. Faced with a relentless concentrate on the African alternative and investment by non-African manufacturers, Africa’s share of probably the most admired brands has been quickly declining over the previous 3 years from a excessive of 25% in 2013/four to lows of 16% in 2015/6, 16% in 2016/7 and 17% in 2017/8.

Non-African manufacturers have entrenched their positions in Africa, with North American manufacturers, dominated solely by United States of America manufacturers (28%), main with a progress of 17% versus 2017/eight. The power of USA brands was boosted by the entry and/or re-entry of stalwart American manufacturers similar to #71 Levi’s, #91 Chevrolet and Pepsi’s Miranda at #80, who are all among the 20 new entrants. European brands (41%) are up by 2,5% and Asian brands (17%) down by 10%, round up the continental spread of manufacturers Africans admire.

Thebe Ikalafeng and Fareed Mohammed, Nike, Most Admired Brand

Thebe Ikalafeng and Fareed Mohammed, Nike, Most Admired Brand

The Model Africa 100 rankings are based mostly on a survey among a consultant pattern of respondents 18 years and older, carried out in 25 nations across Africa. Masking all African financial areas, collectively these nations account for an estimated 80% of the continent’s population and 75% of the GDP.

In a reconfigured category itemizing the place know-how and electronics and telecoms categories have been separated and new categories of luxury and private care have been launched or re-introduced, the Prime 100 is dominated by know-how and electronic brands (18%) and telecoms (7%), shopper (non-cyclical) (16%), auto producers (11%), luxury (10%), vehicle (11%), attire (eight%), retail (7%), food (4%), non-alcoholic drinks (5%), personal care (4%), sports activities & health (four%) and media (1%) categories are the top classes.

General, the 2018/19 Model Africa 100 listing, which is calculated from 15,000 model mentions illustrates a very diversified range of brands in Africa and exhibits yr on yr consistency with 80% of the Prime 100 brands having been within the Prime 100 Most Admired Brands in earlier years.

Thebe Ikalafeng sounding Africa's call for business

Thebe Ikalafeng sounding Africa’s call for enterprise

The very best positive aspects are dominated by attire and luxury manufacturers Vans (+65), FILA (+50) and a resurgent Levi’s (+29). The sports class, led by Nike (#1), remains a robust performer, because of strategic repositioning or enlargement of their positioning in the direction of way of life excessive profile endorsements, and partnerships which have freshened and broadened the manufacturers’ attraction, notably to youthful and young shoppers. The most important faller was Peak Milk, dropping from 33 to 98, probably because of the dairy business globally seeing a big drop in gross sales of cows’ milk as options are becoming increasingly more well-liked amongst shoppers. Victoria’s Secret and Indomie dropped 36 and 33 spots respectively.

Due to the transformational and catalytic impression of media and monetary providers in Africa, Brand Africa has a separate promoted question of the Most Admired Financial Providers Brands and Most Admired Media Brands.

Within the media sub-survey, DStv (incorporating GoTV, Multichoice and Supersport) has welcomed its brother the SABC onto the Prime 10 media listing. The media listing is led by BBC, which has an in depth history and protection of Africa via its BBC Worldservice radio and particular African programming. The media listing is dominated by Europe (40%), North America (20%) and Asia (20%). A deeper analysis of the media category exhibits excessive levels of fragmentation, with many native and regional gamers – thus usually only international players with in depth African attain and assets dominate the top of the listing.

Thebe Ikalafeng and Milton Nkosi, BBC, Most Admired Media Brand

Thebe Ikalafeng and Milton Nkosi, BBC, Most Admired Media Model

In the Most Admired Financial Providers Brands category, Ecobank has ascended to the #1 place because the Most Admired Monetary Providers Model, and Safaricom Mpesa retains its pole position amongst cellular money manufacturers. 60% of the are made in Africa. The presence of multiple cellular cash brands on the listing, together with Safaricom Mpesa (#13), Orange Cash (#18), MTN Cellular Money (#19) and Tigo (#23), underscores the influence of not only Mpesa because the catalyst, but cellular as a key enabler for financial access. The Prime 25 Most Admired Monetary Providers Brands record is dominated by South Africa (6), Nigeria (5) and Kenya (2).

“It is disappointing that despite its vibrant entrepreneurial environment, Africa is not creating new competitive brands to meet the needs of its growing consumer market, says Thebe Ikalafeng, Founder and Chairman of Brand Africa and Brand Leadership. “These rankings are an important metric of and challenge for creating home-grown competitive African brands that will transform the African promise and change its narrative and image as a competitive continent. African brands have an important role in helping to build the African brand.”

Thebe Ikalafeng, Founder and Chairman of Brand Africa

Thebe Ikalafeng, Founder and Chairman of Model Africa

Brand Africa 100 was developed by pan-African branding and fame advisory firm, Brand Management Group supported by GeoPoll, the chief in mobile-based market research all through Africa, and strategic evaluation and insights by Kantar TNS, the world’s leading knowledge, insights and consulting company.

GeoPoll used their refined cellular survey platform to determine probably the most admired brands in Africa among a representative sample of African shoppers in 25 African nations.

“The scope of the Brand Africa study across such a diverse sample and geographic spread would be impossible to achieve using traditional research methodologies,” says Nicholas Becker, GeoPoll CEO. “Using GeoPoll’s mobile-based research platform and large panel of respondents, we were able to quickly gather more than 15,000 brand mentions from 25 countries in Africa, providing brands with valuable data that will inform their growth. GeoPoll was pleased to partner with Brand Africa once again to gather this vital research across Africa.”

“The key to success for building sustainable brands, irrespective of origins or domicile, is to establish an emotional connection, creating intimacy and being more present in consumers everyday lives. This survey, a complex analysis of diverse data and countries to arrive at a representative ranking, is an important metric of the brands that play that are doing a better job and playing a vital role in Africa,” says Karin Du Chenne, Chief Progress Officer Africa Center East.

This yr, Brand Africa introduced a category to acknowledge the very best listed manufacturers on African bourses among the many Prime 100 most admired manufacturers in Africa. Though Vodacom Group’s market capitalization is larger than MTN on the JSE, MTN is the #1 talked about South African brand throughout Africa, because the group brand on the Prime 100 record, Vodafone, shouldn’t be listed on the JSE. All South African brands, Normal Financial institution, MTN, Absa, Shoprite, Tiger Brands on the Prime 100 record are listed on the JSE. MTN (South Africa), Dangote (Nigeria) and Safaricom (Kenya) are probably the most admired highest listed brands on sub-Sahara’s main bourses, the JSE, Nigeria Stock Trade and Nairobi Securities Trade respectively.

Thebe Ikalafeng and Victor Rakhale, Group GM, MTN Brand, Most Admired African Brand Unprompted & Most Admired JSE Listed Brand

Thebe Ikalafeng and Victor Rakhale, Group GM, MTN Model, Most Admired African Brand Unprompted & Most Admired JSE Listed Model

“The JSE is a platform of African and global companies alike to raise capital and grow their businesses and brands. It is our continuous aim that as an exchange, we continue to provide a world class platform that enables growth through innovative products to meet the needs of our clients and grow the African continent from strength to strength,” says Zanele Morrison, Director Advertising, Retail Improvement and Company Affairs at the JSE.

The Model Africa 100 outcomes will probably be revealed in African Business on sale globally from 25 Might 2019 and obtainable on-line to subscribers on www.africanbusinessmag.com and www.brandafrica.

Distributed by African Media Company (AMA)on behalf of Brand Africa 100.

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BRAND AFRICA CONTACTS
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Brand Africa
www.brandafrica.org
Thebe Ikalafeng
Chairman, Model Africa and Brand Management Group
+27 82 447 9130
[email protected]

GeoPoll
www.geopoll.com
Roxana Elliott
Director of Advertising, GeoPoll
[email protected]

Patricia Githua
VP Business Sales, Africa
+254 724 847198
[email protected]

Kantar
www.kantar.com
Karin Du Chenne
Chief Progress Officer Africa Middle East
m +27 83 6314870
(o). +27 11 202 7000
[email protected]

African Business
www.icpublications.com
Omar Ben Yedder
Group Publisher and Managing Director
+44 774 704 6670
[email protected]

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BRAND AFRICA
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Model Africa is an intergenerational movement to inspire an ideal Africa via promoting a constructive picture of Africa, celebrating its variety and driving its competitiveness. It is a brand-led motion which acknowledges that within the 21st century, brands are an asset and a vector of picture, popularity and competitiveness of nations. Model Africa seeks to encourage a brand-led African renaissance.

Model Africa 100: Africa’s Best Brands is a Brand Africa initiative to survey, rank and recognize the perfect brands in Africa.

Model Africa is an unbiased Non-Revenue Organisation registered within the Republic of South Africa (NPC 2013/146300/08) and a signatory to the Unbiased Code of Governance for Non-Revenue Organisations in Africa (www.governance.org.za).

www.model.africa

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BA 100 PARTNERS
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Model Leadership
Model Leadership is a pan-African branding and built-in advertising communications associate for decision-makers and brand builders concerned about and/or invested in Africa. Established in 2002, Model Management has through the years delivered brand-led options that reply to African circumstances, needs and ambitions for brands in numerous industries and markets in the personal and public sector manufacturers in Africa across www.brandleadership.com

GeoPoll
GeoPoll is a pacesetter in providing fast, top quality market research from areas which are troublesome to entry utilizing traditional methods. Working with shoppers together with international brands, media homes, and worldwide improvement teams, GeoPoll facilitates tasks that measure ROI of TV ads, reveal demand for brand spanking new merchandise, and assess meals safety around the globe. GeoPoll combines a strong cellular surveying platform that has the power to conduct research by way of a number of modes with a database of over 250 million respondents in emerging markets across the globe. Strengths lie in GeoPoll’s capacity to target extremely particular populations, deploy surveys in multiple nations, and supply skilled steerage on the right way to gather correct, reliable knowledge via the cell phone. www.geopoll.com

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Kantar is the world’s main knowledge, insights and consulting firm. We understand more about how individuals assume, really feel, store, share, vote and think about than anyone else. Combining our expertise in human understanding with superior technologies, Kantar’s 30,000 individuals help the world’s leading organisations succeed and grow. www.kantar.com

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African Business
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The Johannesburg Stock Trade is predicated in South Africa the place it has operated as a market place for the trading of monetary merchandise for 132 years. It connects consumers and sellers in equity, by-product and debt markets. The JSE is likely one of the prime 20 exchanges on the planet when it comes to market capitalization and is a member of the World Federation of Exchanges (WFE) and holds the chairmanship of the Association of Futures Markets (AFM). The JSE provides a totally electronic, environment friendly, secure market with world class regulation, buying and selling and clearing methods, settlement assurance and danger management. www.jse.co.za